Kiwari最新文献

{"title":"Brand Image, Celebrity Endorsement dan Keputusan Pembelian","authors":"Sharla Shanvara, R. Erdiansyah","doi":"10.24912/ki.v3i1.29351","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29351","url":null,"abstract":"The fashion business must keep up with people's lifestyles. One of them is through social media to approach the community and consumers. This study wants to find out how the influence of brand image and celebrity endorsement on Kiyorawears consumer purchasing decisions. Researchers used two independent variables, namely X1 brand image and X2 celebrity endorsement and the dependent variable Y purchasing decisions. Research shows that a good brand image in front of consumers can help increase purchasing decisions for Kiyorawears products. While celebrity endorsement can help Kiyorawears to be better known and trusted by consumers and the public and ultimately can increase the number of purchasing decisions by consumers. \u0000Bisnis fashion harus mengikuti perkembangan mengikuti gaya hidup masyarakat. Salah satunya melalui media sosial untuk melakukan pendekatan dengan masyarakat serta konsumen. Penelitian ini ingin mengetahui bagaimana pengaruh brand image dan celebrity endorsement terhadap keputusan pembelian konsumen Kiyorawears. Peneliti menggunakan dua variabel independent yaitu X1 brand image dan X2 celebrity endorsement serta variabel dependent Y keputusan pembelian. Penelitian menunjukkan bahwa Brand image yang baik di hadapan konsumen dapat membantu meningkatkan keputusan pembelian produk Kiyorawears. Sementara celebrity endorsement dapat membantu Kiyorawears untuk lebih dikenal serta dipercaya oleh konsumen serta masyarakat dan pada akhirnya dapat meningkatkan jumlah keputusan pembelian oleh konsumen. \u0000 ","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"228 7‐8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140233428","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Analisis Semiotika Serial Black Mirror the National Anthem (Penjabaran Proses Kerja Public Relations dalam Menangani Krisis)","authors":"Steven Yaputra, G. G. Sukendro","doi":"10.24912/ki.v3i1.29360","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29360","url":null,"abstract":"This research is focused on describing how Government Public Relations works, especially in handling crisis. The following research is done by using a film for its research subject, the film is Black Mirror Season 1 Episode 3 “The National Anthem” which is telling us a story about a princess from Britain’s Royal Family that has been abducted, and Britain’s Prime Minister is the one that held the responsibilities, in order to save the princess, the Prime Minister must do such a humiliating act in front of all Britain’s news stream. This research was done with qualitative method and the data’s which are used are coming from the researcher’s observation and documentation, thereafter the data in form of screen captured of the movie scene will be analyzed with semiotics analysis model by Charles Sanders Peirce to find the explanations which will be classified into 3 categories such as Sign, Object, and Interpretant. After the processing of the data, researcher will connect the result with Public Relations theories in handling crisis. Then the data validity will be tested with data source triangulation through literature study which are from journals, books, research and existed interview. This research’s purpose is to describe to reader about how Public Relations work especially in terms of handling crisis. In this research, the researcher also found out that Public Relations needs to be adaptive to the situations occurred and being objective in judging what actions to take for the accomplishment of the goals, public relations also must act quickly. \u0000Penelitian ini difokuskan untuk menggambarkan bagaimana Public Relations pemerintahan bekerja, terutama dalam menangani krisis. Penelitian dilakukan dengan menggunakan film sebagai subjek penelitiannya. Film yang digunakan dalam penelitian ini adalah Black Mirror Season 1 Episode 3 “The National Anthem” yang menceritakan tentang seorang putri keluarga bangsawan Inggris diculik, dan Perdana Menteri Inggris yang dipaksa untuk melakukan tindakan memalukan demi membebaskan sang putri. Penelitian ini dilakukan dengan metode kualitatif, dan data yang digunakan merupakan data yang berasal dari observasi dan dokumentasi peneliti, kemudian data yang berbentuk dokumentasi tangkapan adegan akan dianalisa dengan metode analisa semiotika model Charles Sanders Peirce untuk menemukan penjelasan yang dibagi ke dalam tiga klasifikasi yaitu sign, object, & interpretant. Setelah data diolah dan dihubungkan dengan teori fungsi Public Relations, selanjutnya data akan diuji keabsahannya dengan triangulasi sumber data yang didapatkan melalui studi kepustakaan yang berasal dari jurnal, buku, hasil penelitian dan wawancara yang sudah pernah ada. Tujuan penelitian ini yaitu untuk menjabarkan kepada pembaca mengenai kerja Public Relations khususnya dalam manajemen krisis, adapun rumusan masalah yang dalam penelitian ini adalah mempertanyakan bagaimana kerja Public Relations dalam menangani krisis untuk menjaga citra baik organisasi","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"148 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140233768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Analisa Efek Brand Image dan Brand Community terhadap Customer Loyalty pada Pelanggan Skin Game","authors":"Tasya Celica, Farid Rusdi","doi":"10.24912/ki.v3i1.29344","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29344","url":null,"abstract":"The cosmetics industry has experienced an increase from year to year. To achieve this, the business strategy carried out is to build a brand image and form a brand community to maintain communication with customers. Loyal customers can have an interest in continuing to use the products offered continuously. Research was conducted to determine the influence of brand image and brand community on customer loyalty. This type of research is quantitative research. The research sample was 130 respondents. Data was obtained by distributing questionnaires via a Google Form link to Skin Game customers. The author's data analysis uses multiple linear regression. This research proves that there is a positive influence between brand image and customer loyalty, there is a positive influence between brand community on customer loyalty, and there is a positive influence between brand image and brand community simultaneously on customer loyalty. Skin games need to expand their brand so that it is easily recognized by the public and build a close brotherhood between community members, this is so that customer loyalty can increase. \u0000Industri kosmetik yang mengalami peningkatan dari tahjun ke tahun. Untuk mencapai ini, strategi bisnis yang dilakukan adalah dengan membangun brand image dan membentuk brand community untuk memelihara komunikasi dengan pelanggan. Pelanggan yang setia dapat memiliki minat untuk tetap menggunakan produk yang ditawarkan terus menerus. Penelitian dilakukan mengetahui pengaruh brand image dan brand community terhadap customer loyalty. Jenis penelitian ini adalah penelitian kuantitatif. Sample penelitian sebanyak 130 responden Data diperoleh dengan mendistribusi kuesioner melalui link google form kepada pelanggan Skin Game. Analisis data penulis menggunakan regresi linier berganda. Penelitin ini membuktkan bahwa adanya pengaruh positif antar brand image customer loyalty, adanya pengaruh positif antara brand community terhadap customer loyalty, serta adanya pengaruh positif antara brand image dan brand community secara bersamaan  kepada customer loyalty. Skin game perlu memperluas mereknya agar mudah dikenal luas oleh masyarakat dan membangun persaudaraan yang erat antar anggota komunitas nya hal ini agar kesetiaan pelanggannya dapat meningkat.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"1 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140234715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Advertising Awareness dan Brand Equity pada Grabfood","authors":"Nicolas Endrico Suciati, R. Erdiansyah","doi":"10.24912/ki.v3i1.29377","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29377","url":null,"abstract":"This very rapid technological progress is driving transformation and innovation in various fields. Many fields are experiencing changes caused by technological developments themselves, such as education, work, shopping, and the world of advertising. Grabfood is a food or beverage delivery service that has organizations in many countries and one of them is organized in Indonesia. A quantitative research method was used in the conduct of this study. The data collection technique itself was complete by delivering questionnaires for a survey to collect quantitative information. The population that the researchers used in this study were individuals who use the GrabFood application who live in West Jakarta. Sampling technique with purposive sampling. According to the findings of study, brand equity for Grabfood in West Jakarta is positively impacted by advertising awareness. Based on research findings conducted by the author, advertising awareness has a positive effect on Grabfood's Brand equity in West Jakarta. H1 is accepted and H0 is rejected, which means that there is an influence of Advertising Awareness on Grabfood's Brand Equity. And this means that the hypothesis formulated in this research can be accepted. From the discussion above, based on the results of research carried out by researchers, it is that advertising awareness has a positive effect on Grabfood's Brand equity in West Jakarta. \u0000Kemajuan teknologi yang sangat pesat ini mendorong transformasi dan juga inovasi-inovasi dalam berbagai macam bidang. Banyak sekali bidang  yang mengalami perubahan yang di sebabkan dari perkembangan teknologi itu sendiri, seperti pendidikan, pekerjaan, perbelanjaan, maupun dunia periklanan. Salah satu layanan pesan-antar makanan dan minuman yang paling banyak diminati adalah Grabfood. berorganisasi di banyak negara dan salah satu nya berorganisasi di negara . Penelitian ini dilakukan menggunakan jenis penelitian kuantitatif. Teknik pengambilan data sendiri menyebarkan kuesioner sebagai bagian dari survei yang dilakukan untuk mengumpulkan data secara kuantitatif. Individu membentuk populasi yang peneliti gunakan untuk penelitian ini adalah pengguna aplikasi GrabFood yang berdomisili di Jakarta Barat. Teknik yang menggunakan purposive sampling sebagai metode sampel. Berdasarkan temuan penelitian yang telah dilakukan penulis adalah bahwa advertising awareness memiliki efek positif pada Brand equity Grabfood Di Jakarta Barat. H1 diterima dan H0 ditolak yang berarti terdapat pengaruh Advertising Awareness Terhadap Brand equity Grabfood. Dan artinya hipotesis yang dirumuskan pada penelitian ini dapat di terima. Dari pembahasan diatas, berdasarkan dari hasil penelitian yang sudah dikerjakan oleh peneliti, adalah bahwa advertising awareness memiliki efek positif pada Brand equity Grabfood Di Jakarta Barat.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"28 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140234905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Opini Remaja terhadap Album Jazz Pop (Studi terhadap Komunitas Penggemar Album Manusia dari Tulus)","authors":"Okta Fahrul Wibowo, Riris Loisa","doi":"10.24912/ki.v3i1.29380","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29380","url":null,"abstract":"Tulus is one of the Indonesian singers who is currently successful in performing jazz-pop songs. This study was raised because communication through song lyrics has an influence on young people who listen to jazz-pop music. This research seeks to understand and examine the views of Indonesian youth towards the pop jazz genre, especially in Tulus' album, \"Manusia\". This research uses the theory of public opinion and mass communication to identify opinions among young Indonesians in obtaining personal satisfaction. Using qualitative methods, this research collects and analyses data from questionnaires of young Indonesians aged 18-24 years in the Jabodetabek area regarding their opinions on the jazz-pop album on the album \"Manusia\" by Tulus. The results show that the album succeeded in communicating the message it wanted to convey through the song lyrics to young people. Therefore, this research highlights the importance of communication through song lyrics. \u0000Penyanyi Tulus merupakan salah satu penyanyi Indonesia yang hingga saat ini sukses membawakan lagu-lagu jazz-pop. Kajian ini diangkat karena komunikasi melalui lirik lagu memiliki pengaruh terhadap anak muda yang mendengarkan musik jazz-pop. Penelitian ini berupaya untuk memahami dan mengkaji pandangan pemuda Indonesia terhadap genre pop jazz khususnya dalam album milik Tulus, \"Manusia\". Penelitian ini menggunakan teori opini publik dan komunikasi massa untuk mengidentifikasi opini di kalangan anak muda Indonesia dalam memperoleh kepuasan pribadi. Dengan metode kualitatif, penelitian ini mengumpulkan dan menganalisis data dari kuesioner terhadap anak muda Indonesia berusia 18-24 tahun di wilayah Jabodetabek mengenai pendapat album jazz pop pada album “Manusia” karya Tulus. Hasilnya menunjukkan album berhasil mengkomunikasikan pesan yang ingin disampaikan melalui lirik lagu kepada anak muda. Oleh karena itu, penelitian ini menyoroti pentingnya komunikasi melalui lirik lagu.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"21 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140231929","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"BTS sebagai Brand Ambassador dan Minat Pemakaian Aplikasi GoFood","authors":"Pingky Fordora, M. G. Yoedtadi","doi":"10.24912/ki.v3i1.29410","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29410","url":null,"abstract":"Gojek is an application-based transportation technology services company from Indonesia to make people's lives easier. Gojek offers an online food ordering service called GoFood. This service allows consumers to order food and drinks online from home, while facilitating product delivery by food and drink suppliers. GoFood collaborates with BTS, one of the idols from South Korea, to become a brand ambassador. This research is intended to find out how interested students are in using the GoFood application with the presence of the BTS brand ambassador. This research uses a quantitative approach with a purposive sampling method. Research shows the influence of BTS as brand ambassadors on interest in using the GoFood application. This statement is reinforced by the results of the t test and r test, that the influence of BTS as brand ambassadors has an influence of 54.5% on interest in using the GoFood application. \u0000Gojek adalah perusahaan jasa teknologi transportasi berbasis aplikasi asal Indonesia untuk mempermudah kehidupan masyarakat. Gojek menawarkan layanan pemesanan makanan online bernama GoFood. Layanan tersebut memungkinkan konsumen memesan makanan dan minuman secara online dari rumah, sekaligus memfasilitasi pengiriman produk oleh pemasok makanan dan minuman. GoFood menggandeng BTS salah satu idola dari Korea Selatan untuk menjadi brand ambassador. Penelitian ini dimaksudkan untuk mengetahui seberapa besar minat mahasiswa menggunakan aplikasi GoFood dengan kehadiran brand ambassador BTS. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penarikan purposive sampling. Penelitian menunjukkan adanya pengaruh BTS sebagai brand ambassador  terhadap minat pemakaian aplikasi GoFood. Pernyataan ini diperkuat dari hasil uji t dan uji r, bahwa pengaruh BTS sebagai brand ambassador memiliki pengaruh sebesar 54,5% terhadap minat pemakaian aplikasi GoFood.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"240 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140233697","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Jaringan Sosial dan Personal Branding Fashion Influencer (Studi Kasus Akun Instagram @Angelillc)","authors":"Welly Andreas, Wulan Purnama Sari","doi":"10.24912/ki.v3i1.29423","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29423","url":null,"abstract":"The presence of digital platforms, such as social media, is a place for the community to meet their needs. Starting from the need to obtain and convey information, entertainment, it can even become a forum for the community to carry out business activities so that it can be said that social media is also a forum for both people and an organization or company to build personal branding or self-image. Personal branding makes people increasingly known, respected, admired and trusted by the public so that personal branding can shape and influence public perception. The purpose of this study is to analyze and describe the social network of fashion influencers. Theories and concepts used in this research are Public Relations, Personal Branding, new media, The Eight Laws of Personal Branding. The research uses a mixed approach, namely quantitative research and qualitative research. Data collection was obtained through social network analysis using Analisa.io and interviews. The results of this study indicate that there is engagement between Fashion Influencers and their followers, especially among women because Angelica uploads feeds, Instagram stories in the form of photos and videos that invite women to view her content that contains fashion. \u0000Hadirnya platform digital, seperti media sosial menjadi wadah masyarakat dalam memenuhi kebutuhan. mulai dari kebutuhan mendapatkan dan menyampaikan informasi, hiburan, bahkan dapat menjadi wadah bagi masyarakat untuk melakukan kegiatan bisnis sehingga dapat dikatakan media sosial juga menjadi wadah baik bagi orang maupun suatu organisasi atau perusahaan untuk membangun personal branding atau citra diri. Personal branding membuat orang semakin dikenal, dihormati, dikagumi, dan dipercaya oleh publik sehingga personal branding dapat membentuk serta mempengaruhi persepsi publik. Tujuan dari penelitian ini adalah untuk menganalisa dan menggambarkan jaringan sosial fashion influencer. Teori dan konsep yang digunakan penelitian ini adalah Public Relations, Personal Branding, media baru (new media), The Eight Laws of Personal Branding. Penelitian ini menggunakan pendekatan campuran yaitu penelitian kuantitatif dan penelitian kualitatif. Pengumpulan data diperoleh melalui analisis jaringan sosial dengan menggunakan Analisa.io dan wawancara. Hasil penelitian ini menunjukkan adanya engagement antara Fashion Influencer dengan pengikutnya terutama pada kalangan perempuan dikarenakan angelica menguggah feeds, instagram story yang berupa foto dan video yang mengundang para perempuan untuk melihat kontennya yang berisi tentang fashion tersebut.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":" 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140390221","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Pengaruh Iklan YouTube terhadap Brand Awareness","authors":"Sherina Gavrila, W. Sari","doi":"10.24912/ki.v3i1.29352","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29352","url":null,"abstract":"In this day and age, technology and information are increasing, many new games have appeared that are of interest to Generation Z children. One of them is Tower OF Fantasy, an RPG genre game developed by a Chinese company called Hotta Studio. developed and published by Level Infinite. Even if many games have the same or similar genres, developers try to make their games available to the masses. Hotta Studio uses a communication strategy in the form of advertising. Hotta Studio uses YouTube advertising to increase brand awareness. The purpose of this study was to determine the impact of Tower of Fantasy YouTube advertising on brand awareness. This study used a quantitative method through a survey method using a survey as a data collection method. The results of data analysis using a simple linear regression test showed that the coefficient of determination was 0.475, which corresponds to YouTube Tower of Fantasy influence and brand awareness of 47.5%. Also, using a simple linear regression test, we can see that the value of the regression coefficient is 0.482, so it can be translated that for every 1 level of YouTube advertising costs, the value of brand awareness increases. about 0.482., which means that the direction of influence of X and Y is positive.  \u0000Di era sekarang ini teknologi dan informasi kian berkembang banyak bermunculan banyak game baru yang diminati oleh anak-anak gen z. Salah satunya adalah Tower OF Fantasy yang merupakan game bergenre action RPG yang dibuat oleh perusahaan asal China yaitu Hotta Studio dan dipublikasikan oleh Level Infinite. Walaupun banyak game memiliki genre yang sama atau serupa , para developer berusaha untuk memperkenalkan game hasil buatan mereka kepada publik. Hotta Studio menggunakan salah satu strategi komunikasi yaitu berupa iklan. Hotta Studio menggunakan iklan YouTube untuk meningkatkan brand awareness. Penelitian ini bertujuan untuk mengetahui pengaruh yang diberikan oleh iklan YouTube Tower of Fantasy terhadap brand awareness. Penelitian ini menggunakan metode kuantitatif melalui metode kuesioner menggunakan survei sebagai metode pengumpulan data. Hasil dari analisis data melalui uji regresi linear sederhana menunjukan hasil besarnya koefisien determinasi sebesar 0,475 yang menunjukan bahwa pengaruh variabel iklan YouTube Tower of Fantasy dan Brand Awareness adalah sebesar 47,5%. Melalui uji regresi linear sederhana juga dapat dilihat bahwa nilai koefisien regresi sebesar 0,482 maka dapat diterjemahkan untuk setiap kenaikan 1% biaya variabel iklan YouTube, skor kesadaran merek meningkat sebesar 0,482, yang dapat diartikan bahwa arah pengaruh X dan Y adalah positif.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"6 12","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140232180","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Pengaruh Social Media Marketing Instagram terhadap Brand Equity","authors":"Rachmadhini Nura’idha, Gregorious Genep Sukendro","doi":"10.24912/ki.v3i1.29414","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29414","url":null,"abstract":"There are several new marketing strategies that can be used as benchmarks for brands to remain competitive amidst technological advances. This research wants to find out whether there is an influence between social media marketing and brand equity and how big this influence is. The author used a questionnaire survey method to collect data and the sample used was 203 respondents. The questionnaire was distributed to followers of the Instagram account @ekrutofficial. This research shows that there is a 60% influence of social media marketing Instagram @ekrutofficial on Ekrut brand equity. \u0000Terdapat beberapa strategi pemasaran baru yang dapat dijadikan tolok ukur brand agar tetap bisa bersaing di tengah kemajuan teknologi. Penelitian ini ingin mengetahui apakah terdapat pengaruh antara social media marketing dan brand equity serta seberapa besar pengaruh tersebut. Penulis menggunakan metode survei kuesioner untuk mengumpulkan data serta sampel yang digunakan sebanyak 203 responden. Kuesioner dibagikan kepada pengikut akun Instagram @ekrutofficial. Penelitian ini menunjukkan bahwa terdapat pengaruh sebesar 60% social media marketing Instagram @ekrutofficial terhadap ekuitas merek Ekrut.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"84 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140232494","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Personal Branding dan Keputusan Pembelian Melalui Media Sosial TikTok","authors":"Michael Phung, R. Oktavianti","doi":"10.24912/ki.v3i1.29374","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29374","url":null,"abstract":"The development of today's technology greatly influences the development of society in using social media, people are now equipped with high knowledge in using social media. The development of social media also affects many people who can now be used for profit such as finding followers, even selling. As in this study, students in their tiktok accounts introduced many products such as pants, clothes and many other products. In order to do this, we need personal branding, where personal branding is our identity or our leading face on social media. With all the uniqueness, abilities, and ideas that we have, we can attract people on social media. With the development of social media, especially the tiktok application, where many people take advantage of this opportunity to sell, and with the various facilities provided. With the formation of personal branding, it can be a reference for everyone where it can build an image to promote products to be sold, with attractive personal branding, of course, it will attract the public to be able to choose the items that will be needed. In this study using a quantitative method in which in this study there were also 100 respondents from followers of the social media tiktok @mursid241. From the results regarding the research carried out by the author, it shows that in this study there was an influence from the personal branding of the @mursid241 tiktok account on purchasing decisions on followers of the tiktok account @mursid241. \u0000Perkembangan teknologi zaman sekarang ini sangat mempengaruhi perkembangan masyarakat dalam menggunakan media sosial, masyarakat sekarang sudah dibekali dengan pengetahuan yang tinggi dalam menggunakan media sosial. Perkembangan media sosial juga mempengaruhi banyak orang yang sekarang bisa dimanfaatkan untuk mencari keuntungan seperti mencari followers, bahkan berjualan. Seperti dalam penelitian ini yang dilakukan mursid dalam akun tiktoknya banyak memperkenalkan produk seperti celana, baju dan masih banyak produk lainnya. Untuk menjalankan itu semua diperlukan yang Namanya personal branding, dimana personal branding adalah sebagai identitas diri kita atau wajah terdepan kita di media sosial itu. Dengan segala keunikan, kemampuan, dan ide yang kita miliki bisa menjadi daya tarik masyarakat di media sosial. Dengan berkembangnya media sosial yang khsusnya adalah aplikasi tiktok yang dimana banyak orang memanfaatkan kesempatan itu untuk berjualan, dan dengan berbagai macam kemudahan yang diberikan. Dengan sudah terbentuknya personal branding bisa menjadi acuan setiap orang dimana hal tersebut bisa membangun citra untuk mempromosikan produk yang akan dijual, dengan personal branding yang sudah menarik tentunya akan menarik masyarakat juga untuk bisa memilih barang yang akan dibutuhkan. Dalam penelitian ini menggunakan metode kuantitatif yang dimana dalam penelitian ini juga terdapat 100 responden dari followers media sosial tiktok @mursid241. Dari hasil mengenai Penelitian yang dijalanka","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"285 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140233152","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}